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Development prospect and trend forecast of maternal and infant industry in 2021

2021-09-24  248

The business scope of mother and baby stores is very wide. From the beginning of pregnancy, many prospective parents began to buy all kinds of supplies for their children, from clothing, food, housing and transportation after pregnancy to all kinds of supplies needed after their children were born. A wide range of products can meet consumers' one-stop shopping needs, and can buy products needed by infants and young children only once. The products of the mother and baby products store include milk powder, children's snacks and other baby food, diapers, urine prevention products, baby bath and other daily washing products, clothes, shoes, hats and bedding suitable for infants and young children, of course, mother and baby products store also operates some baby toys, baby carriages, baby beds, baby souvenirs and so on, In short, the supplies required by mothers and infants are generally available in mother and infant stores, and the product brands are also different. The products involve multiple brands at home and abroad.

Analysis on the current situation and pain points of maternal and infant industry

Since the two-child policy was fully opened in 2015, the newborn population in 2016 has surged to the peak of 17.91 million in recent five years, and then the birth growth rate of newborn population in the whole year remains stable at more than 10%. In direct proportion to the number of newborns born is the rise of the mother and baby market. According to the data, the size of China's maternal and infant market was 3.54 trillion yuan in 2019, 4.09 trillion yuan in 2020, 4.77 trillion yuan in 2021 and 7.63 trillion yuan in 2024.

On May 31, 2021, the meeting of the Political Bureau of the CPC Central Committee pointed out to further optimize the fertility policy and implement the policy that a couple can have three children and supporting measures. The implementation of the "three child policy" is imminent, which will promote the increase of China's new born population and bring a huge market for mother and baby products.

According to Tianyan survey data, there are more than 2.09 million enterprises in China whose names or business scope include "mother and baby products and baby products", and the status is mother and baby products related enterprises that are in operation, surviving, moving in and moving out. Among them, nearly 60% of the enterprises related to maternal and infant products are individual industrial and commercial households. In terms of industry classification, more than 90% of relevant enterprises are distributed in wholesale and retail.

In terms of regional distribution, Guangdong has the largest number of maternal and infant products related enterprises, more than 270000, accounting for 13.2% of the country. Shaanxi ranks second, with more than 250000 related enterprises, accounting for 12.5% of the country. Shandong and Zhejiang provinces rank third and fourth respectively, with more than 200000 related enterprises.

In terms of registered capital, more than 46% of the enterprises related to maternal and infant products have a registered capital of 0-1 million, and about 4.6% of the enterprises have a registered capital of more than 10 million.

According to the Tianyan survey data, in the past decade, the number of registered enterprises related to maternal and infant products (all enterprises) in China has shown a steady growth trend. Among them, nearly 930000 new enterprises related to maternal and infant products were added in 2020, a year-on-year increase of 52%.

Analysis of mother infant market

The survey found that the main population of mothers and infants is the post-90s, accounting for 11%, and the post-90s have become high potential mothers and infants. Data show that post-80s parents are more willing to pay for their children, while post-90s parents pay more attention to personal life. The overall monthly expenditure of mother and child families on mother and child rearing is about 5200 yuan, accounting for nearly 30% of the family's monthly income; Even for lower income families, this kind of expenditure has not decreased significantly, and the proportion of expenditure in monthly income has increased to 44%. From the perspective of consumer categories, the daily expenses of mother and child families are not limited to just needed supplies for mother and child such as washing and care, toys, milk powder, diapers and clothing. Pan family categories, early education and parent-child services are also popular. Infant and child education and training and pan family consumption including sports and fitness, financial insurance, electrical appliances and furniture have full growth potential in the future.

More than half of the maternal and infant consumers grow grass through maternal and infant vertical apps. They have a higher proportion from high-speed cities, with significantly higher education, income, expenses and network activity. As the mother and baby population relies on the real use evaluation and recommendation of people at the same stage, whether they consume in traditional offline channels, mother and baby stores and supermarkets, or online channels such as integrated e-commerce and vertical e-commerce, the first entrance of grass planting information sources for mother and baby population is mother and baby vertical app.

The top five most effective consumption recommended categories of maternal and infant vertical app are infant washing and care, travel bedding, food, diapers and milk powder. More than 50% of the maternal and infant vertical app users will choose to purchase directly on the platform. In addition to core maternal and infant products such as diapers and milk powder, other daily categories such as nutrition and health care and toiletries also account for a considerable proportion. The relevant person in charge of the baby tree platform said: novice parents often learn knowledge, exchange and interaction in the platform, and will naturally show personalized demand for selection recommendation. The real recommendation and experience sharing from other users in the baby tree platform, combined with the accurate touch and transformation of consumption information on the platform, has formed a complete user communication system, This is the key decision-making link for mothers and infants to choose brands and products of mother and infant products.

Maternal and infant commodities have become an important transaction category in idle transactions. From the perspective of demand, they are children's shoes, children's clothes, toys, baby products and pregnant women's products. In terms of details, in December 2019 alone, idle fish users bought 314665 diapers, 60599 jumpers, 17943 breast pumps, 8706 baby backpacks, 5144 Food Grinders and 2228 radiation protection products for pregnant women.

Development prospect and trend of maternal and infant industry in 2021

It is reported that China's mother and baby market is entering a stage of rapid development. Recently, the white paper on the development of China's toys and baby products industry in 2021 was released. The white paper shows that China's exports and domestic sales of toys and baby products in 2020 have achieved positive growth year-on-year.

In terms of domestic sales, the total retail sales of toys in the domestic mother and baby industry market in 2020 was 77.97 billion yuan, an increase of 2.6% over the previous year. Among them, the total retail sales of maternal and infant industry was 14.2 billion yuan, a decrease of 3.5% over the previous year; The total retail sales of milk bottle market was 6.41 billion yuan, an increase of 4.6% over the previous year; The total retail sales of child safety seat maternal and infant industry was 5.08 billion yuan, a decrease of 2.2% over the previous year. In terms of exports, China's toys (excluding games) have increased for five consecutive years, with a total export of US $33.49 billion in 2020, an increase of 7.5% over the previous year. Among them, the export volume of baby carriages in China has remained above US $3 billion in recent five years, and the export volume in 2020 was US $4.34 billion, an increase of 28.3% over the previous year.

Benefiting from the impact of the comprehensive liberalization of the two-child policy, it is expected to add more than 30 billion consumer goods consumption in the mother and child industry every year, driving at least about 13% of the growth space of the industry. According to the calculation of the health and Family Planning Commission, at present, about 90 million couples of childbearing age meet the conditions. It is estimated that 2.5 million newborns will be added every year in the future. Among them, the phenomenon of fertility accumulation will be more obvious in the last five years, and the net population increase will be more than 3 million every year due to policy factors; According to the average annual consumption of 12000 per infant, at least the mother and infant industry can bring more than 30 billion new consumption every year. Under the huge population base, the scale of mother and infant market continues to grow, and factors such as the improvement of mother and infant consumption power and the upgrading of consumption quality mother and infant industry stimulate the market to continue to rise. In 2020, the scale of China's mother and infant industry will reach 3.25 trillion yuan.

With the continuous strengthening of the concept of scientific parenting of mother groups, the demand for products in the mother and infant industry is gradually diversified. All mother and infant enterprises should not only ensure the quality of infant products, but also meet the needs of mother groups. The mother and infant industry should continuously improve its competitiveness, strengthen product publicity and improve product added value, so as to obtain more market share.

The maternal and infant products industry invests in maternal and infant products at the initial stage of the development of start-up enterprises. After their development is relatively mature, the invested capital is transformed from equity form to capital form through the market exit mechanism of maternal and infant products, so as to recover the investment and obtain high risk benefits from maternal and infant products. The global maternal and infant conduct venture capital market has entered a new round of rapid development cycle. In addition to the hot spots of investment in maternal and infant conduct, the development of maternal and infant conduct venture capital market in China's maternal and infant conduct and emerging maternal and infant conduct hot spots such as India and Russia is heating up rapidly.

China's venture capital started in the 1980s. In the tide of the market economy of maternal and infant conduct, China's maternal and infant conduct investment has made great development. With the sustained and stable high-speed growth of China's economy and the gradual improvement of the capital market, China's maternal and infant products market has shown a strong growth trend in recent years. The high rate of return of maternal and infant products in the Chinese market has made China a strategic place for global maternal and infant products.